Exploring the Rejuvenation of Maotai Marketing Strategy in the Context of New Media

Abstract

Chinese liquor brands are actively seeking ways to rejuvenate their brand marketing. With the rise of new media, liquor brands have also begun to pay attention to the consumption needs of young consumers and pay more attention to brand innovation and fashion sense. Therefore, liquor brands need to explore new brand marketing strategies to adapt to the needs of young consumers. Among them, new media is an important platform for brand marketing rejuvenation, including social media, short video platforms and e-commerce platforms. Brands such as Maotai have already enhanced their brand connection with young people by launching a series of youth-oriented marketing campaigns on these platforms. Through new media platforms, brands can build awareness, interact with consumers, and build brand loyalty. This paper will take Moutai as an example and analyze the problems and deficiencies of the rejuvenation of Chinese liquor brand market_x005fing strategy through literature analysis, case study and information research methods, aiming to provide suggestions for the rejuvenation of China’s liquor brand marketing strategy and summarize the experience to provide a feasible path for China’s liquor brands to enter the youth market. The aim is to provide suggestions for the rejuvenation of Chinese liquor brand marketing strategy, summarize the experience and then provide a feasible way for Chinese liquor brands to enter the young market.